Many legal firms have a reputation for taking a traditional, offline approach to marketing, but the world is changing—and your marketing plan should, too. Whether your law firm is working with a steady stream of clients or struggling to pick up new projects, adopting different marketing tactics can help you reach new audiences and stay profitable in uncertain times. Here are three helpful tactics to consider:
1. Build out your site’s SEO and functionality
Improving your site’s search engine optimization (SEO) can pay dividends in new leads and conversions. SEO, however, involves more than plugging in the right keywords. Boosting your site’s visibility means creating a corner of the internet that’s engaging, informative, and easy to read.
After all, a business website is the most used distribution channel for marketers, according to HubSpot’s 2020 state of marketing report. People aren’t just looking for information—they’re looking for a better user experience.
If it’s been a while since you updated your website, consider a refresh. The following steps can help improve functionality and SEO:
Hire a web designer to improve your site’s mobile performance.
The number one technical SEO tactic marketers use to improve a business website is optimizing the site for mobile use, according to HubSpot. Making a website mobile-friendly comes down to two factors: aesthetics and accessibility. You may need to improve the page loading time, for example, or update the landing page graphics and layout so they translate better to a small screen.
Revamp your landing page.
A clean, visually compelling landing page can entice potential clients to stick around. Instead of trying to cram in as much information about your firm and services as possible, work on stripping it down to the essentials. Include a brief description of who you are and what you offer, followed by a video or infographic, then a call-to-action that invites people to take advantage of a free phone consultation.
Add a chatbot.
Adding a chatbot function to your business’s website is an easy way to draw people in while offering customer service help. You can program chatbots to greet site visitors, answer questions about your firm’s services and fees, and direct them to your contact information.
2. Get press exposure
Appearing in local or national media outlets gives you a chance to establish credibility with current clients, increase brand awareness, and promote yourself as an authority on a certain subject.
To connect with reporters and writing looking for lawyers to interview, try the following:
- Sign up for email newsletters like HARO and ProfNet, then set aside 15 minutes each day to read the source requests and respond to journalists.
- Research local and national news stories that pertain to your field of law. As you read, take note of the reporters and journalists who interview subject matter experts and regularly cover the topics you can speak to.
- Email reporters with helpful story suggestions or angles. For example, if a local reporter recently wrote a story about small business owners who need to beef up their insurance plans, you could reach out offering insight from a legal perspective.
3. Increase your content marketing efforts
As a lawyer, your greatest asset is your specialized knowledge. Doling out that knowledge in small—free—bites is a good way to raise brand awareness, attract potential clients, and build credibility with your target clientele.
So, how do you do it?
One of the most successful avenues is content marketing. In fact, 66% of companies surveyed in a 2019 HubSpot report said content marketing was either very or extremely effective for their brand, leading to improved SEO rankings and increased website traffic and subscriber growth.
Content marketing can take a variety of forms—including videos, social media, and email—but the most popular tends to be written content. Blogs and articles, for example, are a simple way to educate clients and demonstrate your knowledge, while case studies give potential clients a peek into your process and track record.
Chances are you already do some form of content marketing, but to be successful you have to put your audience’s needs first. What are your clients’ biggest concerns? What are their burning questions? Think about how you can answer their questions or offer guidance through your content.
If you’re a divorce attorney, for example, you could write a series of blog posts on how couples can successfully navigate contentious divorce proceedings. Or, if you advise small businesses, consider writing an ebook that explores how businesses can protect themselves against potential lawsuits during the pandemic.
The key to steady revenue and consistent clients is smart marketing. If you need flexible capital to experiment with new marketing strategies or double-down on winning tactics, a line of credit from Fundbox could help. Learn more about the benefits and how we work here.
This material has been prepared for informational purposes only. Fundbox and its affiliates do not provide tax, legal, or accounting advice. Please consult your own advisors before engaging in any transaction.
